Global Ad Growth Projections Reduced

Projected ad growth for 2013 has been cut slightly by ZenithOptimedia. The firm believes a 3.9% saleschart1increase is mostly likely for this year, a number which is down from the 4.1% rate analysts had been expecting at the end of last year.  Countries in the Rising Markets category will contribute the most to ad market growth through 2015, however, the U.S., which is a Mature Market, will remain the top market for ad spending.

Ad spending will total $518 billion globally this year. Not all markets will experience the same growth levels, however. Regions with double-​digit ad spend increases include Latin America, Eastern Europe, and Asia. With respect to formats, the Internet/​digital remains the top driver of ad increases and marketers will bump up their online ad spending by 14.4% while traditional media is likely to rise only 1.6%. ZenithOptimedia analysts say that the U.S. will also contribute to growth, accounting for 28% of the global increase through 2015.

The economic difficulties in the eurozone continue to sap global growth. But, analysts believe this region should improve over the next couple of years.

For now, ZenithOptimedia is leaving forecasts for ad growth for 2014 (5.0%) and 2015 (5.6%) unchanged. Because of rapid growth in the Rising Market countries, both Brazil and Russia will move into the top ten ad markets in the near future while France, Canada and the UK will move down.

[Source: ZenithOptimedia Forecasts. Zenithoptimedia​.com. 29 Apr. 2013. Web. 6 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.